Story perspectives

Guy Mowbray Approves AI Voice Clone for EA Sports

2/20/2026

Summary

Mowbray Licenses AI

Guy Mowbray, Match of the Day commentator, authorized Electronic Arts (EA) to create an AI voice clone for EA Sports FC.
The aim is to streamline recording of more than 20,000 player names that Mowbray currently repeats.
Mowbray says the AI will be a collaborative tool, not a replacement for talent.
EA notes its long-running AI use, and SAG-AFTRA protections for voice actors keep the topic contentious.

History

Historical Context

The 1980 strike by the Screen Actors Guild (SAG) and the American Federation of Television and Radio Artists (AFTRA) marked a pivotal moment in labor relations, as actors demanded profit-sharing from the emerging home video market. This strike, lasting from July to October, highlighted tensions over compensation models and set a precedent for future negotiations, influencing ongoing discussions about actor rights amid technological advancements like AI voice cloning.

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Mowbray Licenses AI

Guy Mowbray, Match of the Day commentator, authorized Electronic Arts (EA) to create an AI voice clone for EA Sports FC.
The aim is to streamline recording of more than 20,000 player names that Mowbray currently repeats.
Mowbray says the AI will be a collaborative tool, not a replacement for talent.
EA notes its long-running AI use, and SAG-AFTRA protections for voice actors keep the topic contentious.

1 / 2